The broadcast and digital campaign aims to spotlight the emotional burden of eczema-related itch and promote Galderma’s Nemluvio.
Galderma announced the launch of “Scratch Resistance,” its new broadcast advertisement and first multichannel campaign for Nemluvio, a treatment for atopic dermatitis, that spotlights the burden of atopic dermatitis beyond the itch.
“Itch is the most common symptom of atopic dermatitis, but the impact of itch is often more than skin deep. Unrelenting itch can have a significant emotional burden, with patients experiencing anxiety, sleep disturbance, frustration, and in severe cases, depression. With the launch of ‘Scratch Resistance,’ we hope to bridge the gap between the physical and emotional symptoms of atopic dermatitis and help patients get back to feeling like themselves faster with Nemluvio,” says Debra Hagan, vice president, general manager, and head of US therapeutic dermatology at Galderma, in a release.
Atopic dermatitis, commonly known as eczema, impacts approximately 26.1 million people in the US each year and often feels like a relentless cycle of itch. While treatment options for atopic dermatitis are available, many patients remain frustrated and disappointed with the limitations of these options, with 87% of patients seeking freedom from persistent itch.
The unrelenting itch of atopic dermatitis can make patients resourceful, leading them to scratch with just about anything. Galderma’s “Scratch Resistance” campaign is designed to validate this experience by highlighting different objects people with atopic dermatitis use to scratch their itch and show them that with Nemluvio, you can get over your eczema itch and whatever you use to scratch it.
“Scratch Resistance” will live across broadcast TV channels and will also be featured on consumer-facing platforms across Facebook, Instagram, digital banner ads, and more.
Nemluvio helps stop IL-31 signaling, a key driver of the itch, scratching, inflammation, and rash of atopic dermatitis. This approach addresses the root causes of atopic dermatitis symptoms and delivers itch relief. By relieving itch and reducing the urge to scratch, Nemluvio allows skin to clear.
Following the US Food and Drug approval of Nemluvio for the treatment of adults with prurigo nodularis in August 2024, Nemluvio was approved in December 2024 for the treatment of patients 12 years and older with moderate-to-severe atopic dermatitis in combination with topical corticosteroids and/or calcineurin inhibitors when the disease is not adequately controlled with topical prescription therapies.
Photo caption: Galderma’s “Scratch Resistant” campaign
Photo credit: Galderma
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